Course Details

It is recognised that an organization’s corporate reputation is affected by the actions of every business unit, department and employee that comes into contact with another stakeholder. However, the means by which employees can be directed or encouraged to “live the brand” is an area that has received relatively limited coverage.

Maintaining and managing your company’s reputation is crucial if you want your company to succeed. Corporate Reputation Management is a Five-day training course about how to manage corporate reputation strategically in communication and stakeholder engagement. Topics include strategy, current models and approaches to reputation and issues, and the practical side of key concepts such as authenticity and ethical business practice.

By attending this course you will learn how to promote and defend your organization’s reputation by taking a strategic approach to reputation and issues management. The course helps those involved understand the often complex relationship between sub-disciplines: risk, issue, business continuity management, CSR, brand management and crisis management.

The course explores platforms that can be used to develop a reputation and how it is best monitored and protected, both on and offline.

By the end of the Corporate Reputation Management course , you will be able to :

Excel at Strategic Issues Management
Manage and preserve brand image and reputation
Aligned with the overall corporate strategy, build impactful Public Relations strategies to effectively strengthen brand recognition, mitigate risk and handle crises
Master the principles of key messaging for efficient Stakeholder Engagement
Use strategic Public Relations planning to impact corporate culture and cement positive public perceptions
Accurately identify the strategic impact of communications on reputation
Measure and map stakeholder perceptions including social media sentiment
Write a communications plan to defend and develop reputation
Produce a clearly reasoned reputational defence plan and implement it
Deliver business excellence for organisational reputation alignment

This Corporate Reputation Management course is ideal for :

Senior managers who share responsibility for developing brand and reputation and particularly:
Communications specialists (internal and external),
HR professionals with a concern for the impacts of reputation,
Departmental managers and Project managers
Anyone who needs to understand the principles of reputation management strategies and has direct access to decision-making when it comes to protecting, promoting or influencing the organisation's image and reputation through communications such as the legal and HR personnel.

Course Outline

5 days course

Day 1

Day 2

Day 3

Day 4

Day 5

Reputation Management

What is reputation and can it be managed?
Reputation drivers
Shaping online perceptions
Different tools for stakeholder mapping
Outside in and inside out perceptions
Role of strategic management and securing the future of an organisation

Reputation, Authenticity and Ethics

The role of corporate responsibility
Shaping your organisation’s reputation
Authentic communications
Creating and living corporate values

Links with corporate governance and ethics
Links with key sub-disciplines: risk, issue, crisis management; business continuity management

Stakeholder Engagement

Managing reputations and perceptions in different circumstances
Building confidence and trust
Engaging with stakeholders in a crisis
Tools and examples for bridging the “perception gap” with stakeholders
Intangibles and reputation
Stakeholders and issue management
Capabilities and reputation

Developing, Protecting and Measuring Reputation

Origins and causes of reputational challenges
Intelligence gathering and strategic foresight
Pre-crisis planning and risk assessment
Crisis management, message framing and media communications
Online monitoring and reputation management
Social media and reputation management
Measuring reputation management
Role of audit and assurance
Conducting a reputation audit

Strategic Issues Management

Understanding your organisation’s reputation drivers
Managing risk and reputation for your organisation
Creating a strategic issues management system within your organisation
Applying a strategic approach from group to local level

Corporate Reputation Management

Course Info

Course Details

By the end of the Corporate Reputation Management course , you will be able to :

This Corporate Reputation Management course is ideal for :

Course Outline

Reputation Management

Reputation, Authenticity and Ethics

Stakeholder Engagement

Developing, Protecting and Measuring Reputation

Strategic Issues Management

Course Video

Corporate Reputation Management

Course Info

Course Details

By the end of the Corporate Reputation Management course , you will be able to :

This Corporate Reputation Management course is ideal for :

Course Outline

Reputation Management

Reputation, Authenticity and Ethics

Stakeholder Engagement

Developing, Protecting and Measuring Reputation

Strategic Issues Management

Search Course

Related Courses

Course Video